Segmentation and Target Marketing

#1
Market Segmentation:
Divide the market into segments of customers

#2

Target Marketing:
Select the segment to cultivate
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Identifying Segment.

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Target Market

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3
The Marketing Environment

Marketing Environment
Includes:
Microenvironment: actors close to the company that affect its ability to serve its customers. Macro environment: larger societal forces that affect the microenvironment. Considered to be beyond the control of the
organization.

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Actors in the Microenvironment

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The Companys Microenvironment

Suppliers:
Provide resources needed to produce goods and services. Important link in the value delivery system. Most marketers treat suppliers like partners.

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The Companys Microenvironment

Marketing Intermediaries:
Help the company to promote, sell, and distribute its goods to final buyers Resellers Physical distribution firms Marketing services agencies Financial intermediaries

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5 Types of Customers
Consumer markets Business markets (B to B) Reseller markets Government markets International markets

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Competitors
Must understand competitors strengths Must differentiate firms products and

offerings from those of competitors Competitive strategies should emphasize firms distinctive competitive advantage in marketplace

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The Macro environment

The company and all of the other actors
operate in a larger macro environment of forces that shape opportunities and pose threats to the company.

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The Companys Macro environment

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Pakistan Demographics
Age Structure
0-14 years 39% ( male 20% Female 18.9%) 15-64 years 56.9% ( male 29% Female 27% ) 65 years and over 4.1% ( male 1.9% Female 2.1% Population growth 2.09%

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Better Educated Population

Age 15 and over can read and write Total Population
48.7% Male 61.7% Female 35.2%

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Life expectancy
Total Population 63.39 Male 62 Female 64.44

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Economic Environment
Consists of factors that affect consumer purchasing power and spending patterns.

Income Distribution
Upper class Middle class Working class Underclass

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Natural Environment
Involves the natural
resources that are needed as inputs by marketers or that are affected by marketing activities.

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Technological Environment

Most

dramatic force now shaping our destiny.

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Cultural Environment
The institutions

and other forces that affect a societys basic values, perceptions, preference, and behaviors.
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